Joule Performance, despite having great products, a logo and some basic visual elements, lacked distinct visual elements in their brand. This made it difficult for their products to stand out and be recognized in the market.

That's why Joule Performance approached us with a request to create a clear graphic system. They needed help to differentiate themselves from the competition, boost their brand presence and recognition, and showcase their drive for improvement.

In this transformation, they wanted to retain the outlines of their old motifs, such as their logo, with which their audience was already familiar.

Our approach was to first identify the feeling they wanted to evoke with their look: innovation, cutting-edge design, and, of course, high performance. We chose the hexagon as the main element embodying the brand's character and from there, created an entirely new graphic system with new typography, color palettes, patterns, and an upgraded logo.

The entire graphic system is further detailed in the Brand Guide, but our service didn't end there.

As markets evolve, Joule is a brand that grows and develops with them. We continued to monitor this development and, over the years, evolved the look of the Joule brand and adapted it to new directions in which the brand was expanding, creating new solutions and new strategies for the brand. This is a story we are very proud of and one that continues to this day.